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The basics of using Alt Text for SEO

Alt text is an important yet occasionally overlooked part of making a site accessible to all users.

It is a simple bit of HTML code that essentially describes an image that appears on a web page so that the user still knows what the image represents if they are visually impaired or if the picture simply doesn’t display correctly.

The alternative attribute can be input within the ‘alt text’ or ‘alt tag’ of the image element and the exact wording used depends on the context of the image as much as the content itself.

An additional benefit is that it provides a semantic description of images for search engines. This can attract additional traffic through Google Images and has a positive impact on SEO.

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I hate the word granular. I spend half my life tweaking and fiddling with PPC campaigns across different platforms.

The word granular invariably means spending even more time setting up campaigns. The problem is, the only way to achieve, monitor and maintain success in PPC is by going granular. The same holds true for Google Product Listing Ads.

I first went granular with my bog standard AdWords search network text ads soon after starting out in PPC. I went granular with my Product Listing Ads at a much later stage however.

When I first setup Product Listing Ads (PLAs) I had to do so with the assistance of the official Google documentation and a few third party guides. It’s all a bit fiddly.

Most of these guides seemed to encourage large ad groups for one reason or another. Against my better judgement I just went along with it, wasting thousands of pounds in the process.

Are marketing and digital having a greater influence on coroprate strategy and its execution?

There can be little doubt that digital leaders within organisations are increasingly finding themselves charged with driving organisational transformation, growth and the development of capability, and are spending more time than ever working with the main boards of their businesses.

So what are the main barriers to securing the backing of senior staff for digital investment and initiatives, and what are the best practices for ensuring not only one-off approval but ongoing support from the C-Suite?

There are numerous reports on the AI talent shortage. Some estimate that there are perhaps 300,000 AI experts worldwide but millions of open positions. Another report says the number of jobs requiring AI has increased by 450 % since 2013.

Transport app Citymapper is not the flashiest app out there. It’s not as well-known as Uber, or as widely-used as Google Maps. However, it’s certainly one that has served me well throughout 2018, and has cemented its long-term position on my home screen.